The Brand Gap: How to Bridge the Distance Between Business Strategy and Design : A Whiteboard Overview
The brand gap is the first book to present a unified theory of brand-building. Whereas most books on branding are weighted toward either a strategic or creative approach, this book shows how both ways of thinking can unite to produce a "charismatic brand" - a brand that customers feel is essential to their lives. In an entertaining two-hour read· the new definition of brand· the five essential disciplines of brand-building· how branding is changing the dynamics of competition· the three most powerful questions to ask about any brand· why collaboration is the key to brand-building· how design determines a customer's experience· how to test brand concepts quickly and cheaply· the importance of managing brands from the inside· 220-word brand glossary you'll learn:
194 pages, 2 editions
English edition · First published 2003 by New Riders · ISBN 9780321348104
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Editions
2 editions
English
- The Brand Gap: How to Bridge the Distance Between Business Strategy and Design : A Whiteboard Overview · New Riders · 2006 · ISBN 9780321348104 This page
- The brand gap · New Riders Pub · 2003 · ISBN 9780735713307
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